OfficeMax Back to School Survey

3. 356 are members of the OfficeTalk panel

4. 715 were supplied by an external sample source1

6. She’s anxious about being able to buy the items her child wants

7. She’s going to have to cut back somewhere else to make the BTS purchase happen

9. Everyone is excited about going back to school 4 Base: Total n=1,071 Q12. Who is more excited about going back to school – your child(ren) or you?

10. Moms do most shopping before the school year starts 5 Responsible for Shopping Shopping Strategy Base: Total n=1,071 Q26. Who does the majority of the back-to-school shopping in your household? / Q13. Which of the following best describes how you shop for back to school supplies?

13. Most moms and children participate in choosing items 8 My child(ren) choose all of the items My child(ren) choose most of the items My child(ren) and I choose the items equally I choose most of the items I choose all of the items Base: Total n=1,071 Q21. Which of the following best describes who chooses the back to school items you purchase?

14. Durability, price and value are most important 9 Somewhat important Very important Extremely important Base: Total n=1,071 Q17. How important are the following when shopping for Back to School supplies this year?

16. Supply lists are the same or longer this year 11 Much more than the last few years More than the last few years About the same as the last few years Less than the last few years Much less than the last few years Base: Total n=1,071 Q7. Do you feel like there are more or less products on your child’s back-to-school supply list now vs. the last few years?

17. Affording everything is difficult 12 Somewhat difficult Very difficult Extremely difficult Base: Total n=1,071 Q6. How difficult are the following aspects of back to school shopping?

18. Cutting Back

19. All supplies provide good value for the money spent 14 Base: Total n=1,071 Q4. Among school supplies, what items, if any, provide the least value for the money you spend?

20. Most will still buy new school supplies 15 Supplies Will Not Buy New Will Not Buy New Base: Total n=1,071 / Will not buy new school supplies n=113 Q2. What items or items, if any, will you most likely not buy new this back-to-school season? / Q3. What specific school supplies will you not buy new this year?

21. Most are concerned about affording $60+ for supplies 16 Extremely concerned Very concerned Somewhat concerned Not very concerned Not at all concerned Average: $88 Median: $63 Base: Total n=1,071 Q27.How much do you typically spend on back-to-school supplies per child? / Q28. How concerned are you about being able to afford the proper school supplies for your children this year?

22. Many will cut back on dining and home entertainment 17 Plan to Cut Back Not Sure Areas Will Cut Yes No Base: Total n=1,071 / Will cut back n=422 Q29. Will you cut back in other areas of your household spending in order to afford your child’s school supplies? / Q30. In what areas will you cut back in your spending?

23. Profile

24. The average household has two children who attend public school 19 Number of Children in HH Grade of Children in HH Average: 1.9 Type of School Gender of Children in HH Base: Total n=1,071 [Base for Gender n=654] Q1. How many children under the age of 18 live in your household? / Q31A. Are the child(ren) in your household boy(s) or girl(s)? / Q31. What grade level(s) will your child(ren) enter in this fall? / Q32. What type(s) of school will your child(ren) attend this fall?

25. The average Mom is in her 30s with an income of $60K 20 Household Income Mom Age Mom Ethnicity Average: $63,656 Base: Total n=1,071 Q34. Which of the following describes your age? / Q33. Which of the following best describes your race/ethnicity? / Q35. Which of the following describes your total annual household income before taxes?